Research On Marketing Strategy Of Lanzhou Qingmu Training School

After decades of development,the market volume of education and training industry has reached more than 2 billion yuan.The government’s support for private education is constantly increasing,and the legal system is also constantly improving.A large amount of money has poured into the education and training industry,and various educational institutions have been set up,which leads to the intensified competition in the education and training industry.For education and training institutions,this is a war without smoke.If education and training institutions want to survive in the competition,they need to constantly enhance their marketing ability and define their market positioning.This paper analyzes the internal and external environment of Lanzhou Qingmu Training School by using questionnaire,internal interview and other research methods,combined with the results of the market research of guidance before the management joint examination,and identifies its advantages,disadvantages,opportunities and threats.Four major problems are analyzed:insufficient differentiation of product positioning,price ignoring cost factors,relatively single marketing channels,and limited influence range of promotion methods.Qingmu training school should combine its own advantages,take user demand as the core,change its marketing strategy from the four aspects of product,price,channel and promotion,keep up with the pace of marketing in the Internet era,promote the integrated development of online marketing and offline marketing,and fully implement the guarantee measures for the implementation of marketing strategy.The research of this paper points out the direction for the development of Qingmu training school and provides reference for education and training institutions in the same industry.